WE’RE ALL CANNIBALS
CLIENT: Eddy Merckx Cycles
An ad campaign for Eddy Merckx bicycles by advertising agency ‘Stronger’. Top athletes don’t have a lot of time for shoots. We shot this on the roof of a building in Kortrijk and we were worried about them catching colds, so time really extra tight. So Fay, my assistant, was the dummy. When Boonen and Chavanel arrived, we were ready to shoot. It was great to discover how both of them immediately found the expression that I was looking for. The idea behind the campaign was that, from the moment you ride on a Merckx bike, you become a cannibal. That’s what they called Eddy Merckx back in the day when he won everything out there: a cannibal.